Microsoft has confirmed its rumored plan to open what it describes as its “first flagship store” on Manhattan’s Fifth Avenue, a few blocks away from Apple’s glass-cubed flagship store, reports the WSJ.

“As our first flagship store, it will serve as the centerpiece of our Microsoft Stores experience,” said David Porter, corporate vice president for Microsoft retail stores. “This is a goal we’ve had since day one—we were only waiting for the right location. And now we have it.”